HDFC Life’s #DreamsComeTrue Influencer Campaign, collaboratively executed by Dentsu Webchutney and Design Fabric, highlights how financial independence is no longer mutually exclusive with ones dreams. In fact, the campaign has celebrated the stories of 8 influencers who have turned their dreams into reality, while still being monetarily independent. Gone are the days when millennials had a defined path, be it becoming a doctor, engineer or banker. Today, the Indian Youth takes pride in out of the box solutions and this behaviour even reflects in their choice of profession. Since HDFC Life stands for pride acquired through financial independence, celebrating these entrepreneurs who have pursued their dreams while ensuring their financial independence, was truly an interesting insight that the brand capitalised upon. Communication was aspirational yet personal and truly struck the right chord with its audiences.
Shamir Reuben, Naina Mansukhani, Sapan Verma, Sahiba Madan, Saba Azad, Priyanka Bose, Harshvardhan Kadam and Payal Khandwala were the 8 influencers that gave this campaign an edge and instilled the idea that one can definitely turn their dreams into reality. While the campaign was Instagram first, it produced positive results from the brand’s Facebook & Linkedin handles as well. Furthermore, the articles on the website also garnered immense traction, increasing the overall visits.
Commenting on this campaign, Nishi Kant, EVP & Branch Head, Dentsu Webchutney- Mumbai said, “We are a team of young, proud and out of the box thinkers constantly going against tide. I think that is largely the reason why we have done justice to this campaign. The team instantly related to this insight of chasing their dreams and the financial precision required to convert them into a reality and produced a campaign that highlights the evolving choices of the Indian Millennials”.
Vishal Subharwal, SVP, E-commerce & Digital Marketing, Analytics and Business Insights- HDFC Life said, “Young aspirants form one of the most important segments for us at HDFC Life and it was important that we speak to them in their language on a platform of their choice. A new India is being built around us on the foundation of the entrepreneurial zeal and enthusiasm of this generation. While many brands have spoken about entrepreneurial success stories, few have covered the financial discipline and rigour required for dreams to bear fruit. And that insight is exactly what we used for the #DreamsComeTrue campaign on Instagram which touched upon eight such stories, capturing what each individual had achieved despite personal & professional strife and their financial learnings through it all. Protecting one’s present using life & health insurance while investing for the future is important key to financial independence”
Sanket Avlani, Creative Director at Design Fabric added, “We spoke to artists about their ‘dreams that have come true’, and encouraged them to talk openly about their methods and tactics that helped them. For the fans, there are always questions about how their idols got to where they are, especially in terms of monies and finances. We believe we’ve given access to all these questions, across different disciplines of creators. And through the lens of the photographer Ashish Shah, we’ve captured these artists in their moment of self-introspection.”
